- Media influence over beliefs, tastes, and our perception of all around us. - America has a special relationship with Media. - the average American adult spend more than a half of her/his waking-life with the media. - More than 65% of American adults read a Newspaper at least once a week and 10 magazines a month and listen to the radio 3 hours a day 5 hours a day a non-voice mobile devices 42% read more than 11 books a year 90% of Americans had TV sets by 1959 - Some form of mass media touches nearly every American every day economically, politically, culturally and socially. - The media effects the way the American thought and the way they spent their time. - Politicians spent enormous amount of money on TV channels as a means to propagate their agendas -